SheaMoisture® Case Study

During a time of need, this beauty brand met guest demand.

An ambitious search campaign helped position SheaMoisture® as its customers’ go-to beauty superhero during quarantine.

Objective

Reach a new audience with familiar needs.

When pandemic lockdowns closed salon doors, consumers needed an alternative at-home haircare and skincare solution. SheaMoisture® recognized that its skincare and haircare products could be just what this audience segment was looking for.

Convert

consumers as they explore at-home beauty products

Drive

product sales by reaching an ideal audience

Help

guests learn more about the brand and its portfolio

Solution

A web-spanning, three-prong search campaign.

SheaMoisture® launched a holistic campaign to deliver relevant search ads on the platforms people prefer. The brand invested in four Roundel search solutions—Google Search, Target.com Run of Search, Target Product Ads, and Pinterest Ads—ensuring its products stayed top of mind during quarantine.

Drive highly qualified traffic to Target.com as guests search for SheaMoisture® products on Google.com, catching the attention of people working from home.
Maximize share of voice for SheaMoisture® products on Target.com and the Target app to drive purchase-ready shoppers to product detail pages.
Engage guests who previously viewed SheaMoisture® products on Target.com with ads on Pinterest; this audience often searched Pinterest for tips and regimens to fulfill at-home beauty needs.

Results

ROAS that exceeded benchmarks.

SheaMoisture® learned more about its growing audience by reflecting on wins. Through working with Roundel, the brand not only elevated sales lift and sentiment, but can use these insights to fuel future campaigns.

0.62%

overall CTR on Target Product Ads

$5+

ROAS for Google search product listing ads

$2+

ROAS for Pinterest ads targeted to broad keywords

55%

higher-than-average Target Product Ads benchmark

52%

higher-than-average ROAS benchmark across all divisions

+44%

over avg. Pinterest benchmark for Pinterest search ads targeting broad keywords

Conclusion

Maximize your digital impact.

As consumer behaviors shifted, SheaMoisture® answered the call by strategically leveraging Roundel™ search solutions and engaging at-home haircare and beauty aficionados across different touchpoints.

Show up

Be first to respond to industry shifts with campaigns that react to customers’ needs.

Elevate

Access exclusive platforms through Roundel to achieve greater ROAS across journey stages.

Learn

Gain a deep understanding of your customers, their buyer behaviors, and their preferred platforms.

Connect in a whole new way.

Let’s talk about your next multi-channel campaign.

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